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If your company, or a client, is listed in this site... or if you wish to suggest a significant rebranding for recognition... please contact us. Cases entered based on our research and public information are designated Estimated. Cases certified by an inside participant (consultant or client) are designated Confirmed.

Corporate Brand Matrix

The Corporate Brand Matrix is a tool for planning, sourcing, budgeting and staffing institutional rebranding programs... and a tool to help clients, consultants and designers speak the same language. By 'plotting' the historic mix and importance of rebranding drivers against the actual tools used, with benefit of hindsight we can identify what usually works best and why. We can then better understand the strategic issues, creative opportunities and process requirements of a potential future rebranding.

Who's who?

The Corporate Brand Matrix is a team project. Founding team members are consultants Tony Spaeth in New York, and Tom Vanderbauwhede in Antwerp (Belgium).

Corporate Brand Indicator

Structural: 19% Strategic: 72% Functional: 9%

The corporate brand indicator shows the cumulative importance of the drivers in all cases as of 19/11/2018.

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Official Launch

The first version of CorporateBrandMatrix.com was launched at BrandCamp in Bucharest (Rumania) on November 22nd, 2006. The second version was launched in the Benelux (Belgium-Netherlands-Luxemburg) on March 13th, 2007.